CUSTOMER INSIGHT 04
Steve Tongish
CHIEF MARKETING OFFICER
Why did IQGeo decide to hire Network Sunday instead of choosing a different marketing services provider?
We feel that to successfully engage with our audiences, we have to be sincere and we have to provide them value. The approach that Network Sunday takes through its association with TechPros.io is all about creating content that is interesting, valuable and insightful. This helps start that engagement with buyers, but then it also nurtures that relationship through interviews, whether it be a video or written interviews. So, it's the process of building a relationship that can be handed over to us for further discussion. That's very important because it's much more valuable and effective than hitting people cold with our propositions.
How has the marketing programme helped you in terms of marketing and sales?
From a marketing point of view, content is always a big benefit. Having content out there that is searchable, either from an SEO point of view or from a LinkedIn point of view, is always really helpful. I think it establishes us as a thought leader, and somebody who is engaged constructively in the important conversations in the industry. It provides a lot of general background and content, it acts like a fuel for all the other activities that we do.
In addition, as an enterprise software provider, our sales cycles are quite long and the approach that we take with these people can take quite some time before we actually see business with these organisations. Network Sunday creates the opportunity for us to talk with these organisations, it allows us to go after those harder nuts that we have a hard time cracking, and to do it in a way that is much more collaborative.
I think it establishes us as a thought leader, and somebody who is engaged constructively in the important conversations in the industry.
What are some strategies that can facilitate establishing new relationships with buyers?
When it comes to establishing new relationships with buyers, you have to be patient, and you have to be willing to provide good quality information. People do their own research, especially prior to engaging with a new buyer. So, you have to reduce the friction so that people can find the information they need about you. As human beings, when we’re making a choice we go through the process of trying to eliminate options. If people can’t easily find information they need about you, that's a good reason for them to take you off the list. So, you can't fight it; you have to embrace it and figure out engaging ways of talking to people.
IQGeo delivers award-winning geospatial software solutions to telecommunication and utility network operators from large multinationals to small regional providers. The IQGeo software suite improves productivity and collaboration across enterprise planning, design, construction, maintenance, and sales processes reducing costs and operational risks while enhancing customer satisfaction.
